"A significant portion of advertising technology development has focused on automation and optimization related to the delivery of individual impressions, but
industry participants also face significant complexity in aggregating, organizing and reconciling campaign data to form a 'single view of truth' in order to make critical business decisions," he
added.

Feldman said the impetus behind the deal began in 2013. Quantcast "surveyed the market" and determined it could utilize MakeGood's tools to integrate its audience targeting data with
MakeGood's campaign management systems to create a more "user-friendly" system for reporting campaigns, delivered via Quantcast Advertise for its marketer and agency clients.